Aromate’s AI-Optimised Influencer Marketing for Hygiene-Led Conversion

About the Brand and Product

Aromate operates in a category where most products look the same and are often assumed to do the same thing. At a glance, it could easily be mistaken for just another air freshener.

The difference is positioning. Backed by SGS lab testing, Aromate is not about masking smells. It eliminates odour at the source and kills up to 99.99 percent of germs. That shift from fragrance to hygiene changes the entire value conversation.

With Lavender and Lemon Mint variants available, the product fits naturally into everyday home routines. The goal of this campaign was not awareness. It was conversion.

The Campaign Objectives

The Aromate campaign set out to:

• Drive direct conversion through Instagram
• Reinforce clear product differentiation from regular air fresheners
• Build trust through scientific validation
• Encourage bundle purchases with a limited-time SG60 promotion

The Challenges

Breaking out of the “just another air freshener” perception

In the home-care space, most spray products blur together. Consumers assume they all mask odours and do little else. Aromate needed to clearly communicate its USP, which is that it eliminates odour at the source and addresses hygiene, not just providing scent.

Converting through Instagram

Instagram drives discovery easily. However, driving purchase is harder. The campaign had to turn scroll-time into decision-time without relying on heavy discounting.

Building trust for hygiene claims

Germ-killing claims require credibility. Without proof, audiences hesitate. The message had to feel reassuring and simplified, not exaggerated.

Our Solution

Structured campaign configuration for clear messaging

Instead of overwhelming audiences with features, the messaging focused on three clear points across all influencers:

• Kills up to 99.99 percent of germs
• Eliminates odour at the source
• Available in Lavender and Lemon Mint

By aligning every influencer around these three points, differentiation stayed sharp

Brand safeguarding through verified claims

Scientific positioning only works if it is accurate. Content referencing SGS testing and pathogen elimination was guided to ensure consistency and compliance.

This protected credibility while allowing influencers to keep their tone natural.

Automated influencer selection for conversion intent

Influencers were selected based on relevance, not just reach. Home-focused influencers, parents, and routine-driven lifestyles made the product feel like a natural fit inside everyday content.

Because the influencers already talk about home routines and cleanliness, the product did not feel like a forced add-on.

The Results

• 39.0K Cumulative Reach, across both Instagram Posts and Stories.
• 65.1% Engagement Rate by Reach, significantly above typical Instagram averages.
• SGD 0.05 Cost Per Reach, demonstrating exceptional cost efficiency.

For a conversion-focused campaign with a modest budget, these figures signal strong message-market fit.

Turning Hygiene into Habit

This campaign worked because it stayed disciplined. Instead of layering on too many angles, it focused on communicating one clear difference and reinforcing it across the right voices.

The product positioning was easy to grasp, the hygiene claims were backed with proof, and the influencers chosen already speak to audiences who care about home routines and cleanliness.

In a space where everything looks similar, making your difference easy to understand changes the game. Pair that with the right influencer mix and performance stops feeling random.

If you are looking to build conversion-led influencer campaigns with that kind of clarity, we are always happy to share how we approach it.